Ava Smith for Ochirly Fall 2013

China has a voracious appetite for fashion and luxury goods and a juggernaut of an economic growth rate to fuel it. Western fashion houses have long catered to this market, but in recent years homegrown Chinese brands have emerged to grab their share. Founded in 1990, Ochirly is one such brand and has made a statement of intent with its Fall 2013 campaign photographed by Mario Testino featuringAva Smith. Styled by Lucinda Chambers with hair and makeup by Sam McKnight and Val Garland respectively, the campaign ticks all the right boxes from creative to casting.